How is it that a quality whitepaper on a hot topic can still generate bad leads? Even a well-written whitepaper, by a respected author, on a hot topic of vital interest to your target audience, can still generate leads your salespeople will consider “junk.” Choose your content carefully. It’s got to be the media, right? Wrong. It’s the offer.

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WEBBIQUITY

MARCH 25, 2014

[Content, White Paper] Six Best Practices for Marketing with White Papers

documents are called whitepapers when they are really just extended marketing brochures), properly produced and promoted whitepapers remain an effective and vital marketing tool—particularly for b2b technology companies. In the hierarchy of lead generating assets and activities, whitepapers form the vital base, as illustrated below. Solve a real problem.

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RECENT POSTS

FEBRUARY 27, 2015
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FATHOM[Content, White Paper] So You Are Changing Your Name – Learn What to Do Digitally.

Dollar for dollar, whitepapers continue to be some of the most effective offers for most high-technology marketers. Prospects are usually more likely to download or otherwise register for a whitepaper vs. a Webinar, free trial, etc. because 1) the time commitment is minimal, and 2) whitepapers are perceived (not always justifiably) as information of value rather than sales collateral. Based on papers that have proven highly successful for our clients, here’s a typical outline for an effective, lead generation-oriented whitepaper: 1.

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CHRIS KOCH

MARCH 23, 2012

[Content, White Paper] How to write blog posts from a white paper

If you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a whitepaper that an external content person created for the company and now you need to make that content social. Let’s face it, there are some B2B executives who wouldn’t read a whitepaper even if you threatened them with lima beans (what, you like lima beans? ITSMA research shows that buyers want the whole menu of content—not just a whitepaper here or a video there. The whitepaper has one big idea.

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FEARLESS COMPETITOR

JULY 25, 2012

[Content, White Paper] “What’s the Difference Between an E-Book and a White Paper?”

A client of the sales lead generation firm Find New Customers (and Marketo user) – a software firm in CT, asked me “What’s the difference between whitepapers and E-books.” ” They had whitepapers they had outsourced in the past, but the term E-book was new and unfamiliar to them. recently met with Ann Handley, Chief Content Officer of MarketingProfs at Netprospex at the #marketingbfast and got a copy of her book Content Rules. WhitePapers. Marketing content marketing E-books lead-generation WhitePapers

cringe to think of it now, but twenty years ago the task of including an image of the offer – even a whitepaper – usually resulted in a photo shoot. Yes, I have attended half-day photo shoots in which all we shot was a whitepaper on a desk.) Fast forward to today, and we’re still marketing whitepapers, except an image of that paper is only a right-click away.

'Traditional whitepapers are likely the staple of your content marketing portfolio, and for good reason. According to several recent studies from IDG and DemandGen Report, buyers still leverage whitepapers to help make B2B purchase decisions. Across the buyer’s decision-making journey, whitepapers are leveraged during the: Early Discovery phase, for finding new ideas and potential solutions – helping answer “Why Change?” It now takes significantly more reach to generate the same amount of lead responses from whitepaper fueled campaigns.
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Connect the Docs is a terrific blog on content marketing, with a special focus on effective strategies and techniques for whitepapers. I've contributed ideas as a guest expert for two posts: Killer questions to ask before starting a whitepaper project (selected as one of the top 5 posts on this blog for 2010). Know thy audience: business and technical whitepapers (should you write separate whitepapers for each?). Content Marketing WhitePapersMORE >>

Whitepapers are still one of the most popular marketing tools for BI and high tech companies, among others. Proof positive is that I just finished my fifth whitepaper in almost as many weeks. find some long held beliefs about whitepapers very interesting. particularly find strong opinions around whether or not to include a table of contents and executive summary, and how long the whitepaper should be. Having said that, I think they are very helpful in longer papers. Now we’re seeing more papers in the 4-6 page range.
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If you were to ask me which marketing content product I’ve been asked to create most often, it’s hands-down the whitepaper. One whitepaper can serve many purposes and plays a very important role in the sales cycle process. However, there can be a bit of mystery about what exactly a whitepaper is. For the past four years, I’ve taught the class “Writing WhitePapers” at Bellevue College. Students come in wide-eyed and confused, but leave the class fully understanding what it takes to create a strong, compelling whitepaper.
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Whitepapers are used most frequently for lead generation and nurturing in industrial marketing. Many of these whitepapers are very technical and require engineers and other domain experts to [.]. This is only a content summary. Visit my website for more content on industrial marketing.]. Content Marketing Industrial Lead Generation WhitePaper Marketing Gated industrial lead generation Industrial Marketing lead nurturing Regsitration Ungated WhitepapersPlease click on the headline to read the full article.
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